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Rta Presentation 09.06.09

On the eve of the launch of Dubai metro, we join the growing excitement in the city! Earlier this year, our team put together a few creative ideas and concepts for the grand opening ceremony. If you like the ideas or are planning a launch event, do let us know, we welcome your feedback!

Rta Presentation 09.06.09

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Metro Launch<br />Artaaj Events <br />A Dubai enterprise is proud to present to the Roads and Transport Authority our comprehensive event design for the opening of it’s new metro system by His Highness Sheikh Mohammed bin Rashid Al Maktoum UAE Vice President, Prime Minister and Ruler of Dubai. We would welcome the opportunity to present our ideas at a later stage.<br />

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Venue<br />Artaaj Events has researched venues and stations along the Metro route and concludes that Trade Centre and Mall of the Emirates are the best locations to base the event. Ideally Trade Centre will be our primary focus with the inaugural journey taking the VIPs from The Mall of the Emirates to Trade Centre where the celebration will be centered.<br />In the event of the current building work at The World Trade Centre being incomplete we will reverse the journey making the primary location Mall of the Emirates and the Burj Al Arab the venue for our VIP events.<br />The venues were chosen on the basis of their location, landmark status and convenient parking/accessibility for all guests (public and VIP).<br />

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1830-2030 hrs<br />Public area at Trade Centre Station opens<br />Build-up starts, large screen broadcasts the action<br />Either on the North bound lane on the Sheikh Zayed Road (which would require closure for 6-10 hours) or with less disruption on the Service lanes around Trade Center (again closure of some roads will be necessary)<br />

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Overhead of relevant areas/stations and maps<br />Diagram/google map of where we are planning and what is going where, point out where sky divers will land etc.<br />OPTION 1<br />Dubai World Trade Center<br />Suhoor Event<br />Public Viewing Area<br />VIP Area<br />Trade Center Station<br />Public Viewing Area<br />

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VIP ASSEMBLY & METRO GALLERY<br />VIP’s assemble at Mall of Emirates Station<br />VIP’s tour exhibition at Mall of Emirates Station depicting the building of the Metro<br />2015 hrs<br />

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Metro Gallery<br />We propose the design and construction of a semi-permanent installation telling the story of the construction of the Metro. <br />The gallery will showcase the different stages of development and act as a tribute to this unique feat of engineering. <br />It will feature interactive screens, images and 3D models.<br />During the launch the VIP guests will be given the first tour of the gallery (by an RTA official).<br />

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TV Coverage<br />A film crew will cover the VIP’s launch experience and beam pictures back to the live screen at World Trade Centre and to the 10 buildings we are projecting onto. This will allow the public to follow the ceremony at every stage.<br />World media and TV channels will also be able to pick up the live feed for the UAE television and world news. We have an international TV consultant lined up to co-ordinate the live outside broadcast.<br />

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2055 – 2106 hrs<br />INAUGURAL METRO RIDE<br />VIP party aboard the Metro for the inaugural journey<br />Outside film crew on board with VIPs<br />Images of the party are shown live at Trade Centre and across Dubai<br />

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Inaugural Metro Ride<br />The VIP guests will take the inaugural Metro Train Ride alongside HH Sheikh Mohammed.<br />The Metro will travel from the Mall of the Emirates to the World Trade Center where the Metro will park outside the station awaiting Sheikh Mohammed’s official opening<br />A First Class Compartment will be used.<br />

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Station Draping<br />A series of options are available to create a smooth unveiling and removal of the giant flag.<br />Our preferred option is to have an electromagnet mechanism with a manual back up in the event of malfunction.<br />Closer inspection of the station is required to ensure the best possible and dramatic reveal.<br />A custom made flag is to be specially commissioned for the launch, we envisage this becoming part of the exhibition at Mall of the Emirates Station after the launch.<br />

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Hologram Projection<br /><ul><li>A 3metre holographic image of His Highness pushing the button will appear on stage at the Public area of Trade Centre as if beamed live from the Metro carriage.</li></li></ul><li>OFFICIAL SPEECH<br />The chairman of the RTA, and key individuals will offer their thoughts and emotions on the launching of a great icon in the world of transportation.<br />These speeches will be projected on to the buildings at the public event and shown on television screens across the world.<br />2114 hrs<br />

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2125 hrs<br />THE SHOW<br />Show and images beamed live<br />The story will be told through graceful movement, building-sized painting video and light projection as Trade Centre becomes a canvas for a truly creative experience.<br />It will involve around 50 performers and artists and it will be set to classical music<br />

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The Dubai Metro Story – Lighting the Way<br />This is an original production written specifically for the Metro Launch<br />The Story (090909)<br />A pearl diver (1799 at the beginning of Dubai history) dives in the ocean and he brings back to the surface a pearl that turns into the planet Earth...<br />9 pearls spring from this earth, fly away and land on 9 different places of the planisphere.<br />Thanks to different means of transport and chiefly to the Metro, these 9 pearls will come back to Dubai: a world city junction and a link between human beings…<br />

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The Story - Rationale<br />The show will feature the 4 elements that are the mark of the interior design of the Metro stations. 1) Water through the diver and the sailing boats 2) Air through the falcons and the planes 3) Earth through the horse- riders and 4) Fire with the final firework display.<br />Finally, the symbolic nature of the figure &quot; 9 &quot; will be highlighted. 090909 the Metro Inauguration. This figure symbolizes a means of communication with the world and the union to the metro, the land and the air worlds (which are in harmony with the topography of Dubai Metro) as well as the achievement of a creation and the beginning of a new era.<br />

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Starting the sequence of events to launch the stations and metro to the world

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The train of light will then travel through Dubai to Jebel Ali</li></ul>Jebel Ali Station<br />

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Lighting and Pyrotechnics<br />Outside of the stations along its route pyrotechnics make the tracks appear on fire!<br />Lighting up the Dubai skyline for 40km – a world first<br />The Metro will be visible many km away – creating iconic imagery<br />

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Safety and Technical Advice <br />After consultation with the world’s foremost pyrotechnic expert we are reassured that we can create this effect safely and with no restriction to the Metro. He and his team are genuinely excited by the prospect of this ambitious project.<br />There will be no obstacles on the tracks at any time and pyrotechnics will be a safe distance from the Metro<br />

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Lighting and Pyrotechnics<br />The Metro Train is transformed into a shining laser beacon cutting through the night sky as the track lights up in its wake.<br />The effect on the train is created by using a series of lasers and powerful lights on the inside of the Metro. Our preference is to also use external lights on the outside of the Metro - although we acknowledge this is not permissible at present.<br />

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Concept Summary<br />Iconic Imagery during the event<br />The station is draped in giant UAE flag.<br />On the Stage at Trade Centre public area a 3metre high holographic image of HH. Sheikh Mohammed will push a button as if live from onboard the Metro and officially open the Metro stations.<br />Through video and light projection onto buildings; aerial artist movement and a building-sized painting - a world class entertainment created specifically for the launch event with over 50 artistes will tell the story of the Metro and Dubai to delight a live open air and TV audience. <br />The Metro train is transformed into a shining laser beacon cutting through the night sky with the tracks being lit by pyrotechnics in its wake.<br />Live feed 10 video projection of the launch onto Dubai’s landmarked buildings will create a cityscape that will become alive with Dubai Metro – Lighting the Way.<br />

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VIP Suhoor Event<br />A Suhoor event will be held inside Sheikh Maktoum Hall of the World Trade Center<br />This will allow the international guests enjoy the Arabian Hospitality and culture<br />Express the respect and celebrations for the GCC leaders who join the event<br />

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Dignitaries<br />What dignitaries are we targeting?<br />Leaders of the GCC<br />Heads of state<br />Chief business leaders<br />Once we have a list we can assist the official channels as required<br />Protocol for invitations<br />Invitations for these dignitaries will need to be arranged by the<br /> HH Sheikh Mohammed’s office as protocol requires<br />

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VIP Event Entertainment<br /> In celebration of Ramadan, traditional Arabic instruments will be played as background music<br />Qanoun Player<br />Great entertainment which fills the air with a scent of soft Arabic music<br />Elegant and sophisticated to set the tone<br />Oud Player<br />This traditional sound will fill the pre function area<br />

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VIP Service<br />VIP service for the guests will include:<br />Dedicated butlers and hostesses<br />Assist with food and beverage<br />Making sure the tables and venue are pristine at all times and that all VIPs are given individual care and attention<br />Silver service from Dubai’s top 5 star caterers will be used<br />

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VIP Government Relations Team<br />A dedicated government relations team will be put in place to deal with all protocol and enquiries<br />

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VIP Travel and Logistics<br />Artaaj Events recognizes that heads of state and ministers will make their own travel and security arrangements <br />For other RTA guests Artaaj can arrange for flights into Dubai <br />Private jets and planes can be arranged for comfort and VIP service<br />Limousine service to collect and transport VIP Guests<br />

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Security <br />Security personal will be available at any time in both the indoor Suhoor event and the outdoor grand stand area<br />Protocol and regulations for security will be followed before the event as well as addition precautions through the event<br />We are experienced at working alongside the Dubai Police force<br />

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End of Public Event<br />Once the launch of the metro has been completed<br />A dedicated pack down team will be dispatched to make safe and clean up the public area <br />

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Public Venue Infrastructure<br />Special measures will be taken to ensure the safety of the public Dubai at all times<br />Security guards will be on hand to maintain order and discipline <br />Barriers will be placed on Sheikh Zayed Road to concentrate the public in certain area to maintain control and to enhance camera footage from press and media<br />Ambulances and paramedics will be available to assist with any public at any stage<br />Special area will be allowed for to separate the crowd into smaller group to manage more easily<br />

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Event Enhancement Elements<br />Hostesses and promoters<br />To assist the crowd and create atmosphere and energy<br />Food stalls <br />Food for guests to enjoy<br />Water stalls <br />To keep guests hydrated throughout the event<br />Toilets<br />Will be arranged to be discrete and behind the scenes for the public<br />Clean up crew<br />To ensure the area surrounding DWTC is cleaned and ready for use on the 10 September 2009<br />

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Public Give A Ways<br />Branded items will be given to the public that attend the event<br />These items many creating light will highlight and emphasize the event<br />Branded Caps and t-shirts<br />Glow sticks <br />Lights to join in the entertainment with<br />UAE flag scarves (luminous)<br />Small UAE flags for the public to wave as the metro launches<br />

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Public Awareness<br />We have started to put together a plan in which to build public awareness around the event <br />See the following slides for details around a campaign that could be used in conjunction with ‘My Metro’<br />

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Supporting PR<br />Event slogan<br />It’s Time<br />This event slogan will be create anticipation and be a supporting element for the launch event<br />This slogan may be used in all supporting PR and marketing to create symmetry with the advertising campaign and launch event<br />Dubai Metro - Lighting the Way <br />This logo will be created to capture the theme of the launch event and showcase the festival of light that the Dubai Metro will bring<br />Synergy<br />Artaaj will work in conjunction with Saatchi & Saatchi <br />Our vision is to synergize the event with all PR and Media<br />

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Raising Public Awareness<br />A series of competitions will be run to get the Dubai Public involved in the launch of the Metro<br />These competition will generate revenue for the RTA before the launch event<br />To enter the competition, the public will need to purchase a year pass for the metro<br />The competition will include winning a golden ticket that will entitle that member of the public the first ride on the Dubai Metro!<br />The public will stand the chance to experience the launch of the Dubai Metro with the VIP guests and take the initial journey with them<br />This competition will reach all walks-of-life and bring all of Dubai together<br />

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Digital Clock Imagery<br />Concentrating on the date and the facts in numerical format to highlight the achievements made by the RTA and to create a great impact for those watching the launch <br />